IMAX Corporation and Ster-Kinekor Theatres, a division of Primedia Ltd., today announced an agreement to install an IMAX® theatre in the Ster-Kinekor Gateway Multiplex at the Gateway Theatre of Shopping in Durban , South Africa . The deal represents IMAX's first commercial multiplex theatre in the country.
"IMAX delivers a moviegoing experience so lifelike that customers are willing to pay a premium for it, and as a result we are confident that IMAX will strengthen the performance of our flagship multiplex in Durban ," said Fiaz Mahomed , CEO, Ster-Kinekor. "IMAX supports our mission to deliver unforgettable entertainment experiences, and we look forward to presenting the world's biggest blockbusters in the world's most immersive cinematic format."
"Today's agreement - with South Africa's number-one exhibitor at the country's number-one cinema complex – represents the ideal scenario under which to mark IMAX's first commercial multiplex entry into the country," said Andrew Cripps , President, IMAX EMEA. "We are delighted to welcome Ster-Kinekor to the IMAX business and believe our partnership will not only raise our visibility in South Africa , but also set the stage for mutual growth opportunities in the region."